WE Communications (WE), a global communications firm, named Thane Ryland to lead insights and analytics (I&A) strategy in UK. This newly created role further reinforces the agency’s expansion into integrated services, where client demand has driven 25% growth for the UK business over the past 12 months.

“Our clients understand the critical importance of turning data into actionable insights for their brand narratives and driving bottom-line growth,” says Ruth Allchurch, managing director, UK. “Thane brings a wealth of global experience in providing counsel to corporations that wish to optimize planning and strategy in their paid, owned and earned communications. We’re thrilled to have someone with his experience join us, marking a significant step change for us in the UK.”

Ryland joins WE with more than 15 years of experience in I&A and measurement leadership positions, both at agencies and in-house. Most recently, he served as senior vice president of analytics and insights at Golin. Over his career, he has worked with a range of brands including as acting global head of media measurement for Shell, as well as leading strategic planning for Microsoft, Nokia, Unilever, RB, Novartis, Roche, Pfizer and Bayer.

In his new position at WE, Ryland will be responsible for expanding data and analytics services for existing UK clients, as well as driving new business across the agency’s key sectors of health, technology and consumer. He will also collaborate closely with WE’s global I&A leadership team to create greater client synergies across EMEA and worldwide.

“Measurement is the lifeblood of a resilient marcomms strategy,” says Ryland. “I’m excited to join WE to leverage my insights across B2B and B2C, building on WE’s success. WE is well-positioned to deliver impactful, data-led insights, to find new ways for communications strategies to inform more adaptive content, and build the agile and flexible approaches clients need in 2021.”